Direct elimination can mean removing unnecessary packaging, such as tear-offs on bottle caps or multi-buy shrink wraps. Current direct elimination efforts are only just scratching the surface and need to be urgently scaled. It is the fastest way to progress on 2025 targets and is particularly necessary for flexibles due to the inherent limitations of substitution and recycling.
Please see page 5 for the key actions.
The Ellen MacArthur Foundation works to accelerate the transition to a circular economy. We develop and promote the idea of a circular economy, and work with business, academia, policymakers, and institutions to mobilise systems solutions at scale, globally.
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